2016 cause conference panel engaging media partners for social good

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PANEL DISCUSSION
Magnify Your Impact: Engaging
Media Partners for Social Good
™

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Panel Participants
Marybeth
Kneussl, Business
Development
Manager, NBC 7 San
Diego
Cathy Lloyd-Bauerle,
Director, Integrated
Media, CBS Radio San
Diego
Susan Luehrs, Senior
Vice President and
Regional Marketing
Manager for Southern
California and Greater Los
Angeles, Wells Fargo
Drew
Schlosberg, Union-
Tribune Community &
Public Relations
Consultant
Mary Walter-Brown,
Publisher and COO, Voice
of San Diego

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CAUSE MARKETING INSIGHTS
NBC 7 San Diego

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Body Slide
Option C
Calling All Parents
• CHALLENGE:
• Create greater awareness of San Diego Police
Foundation’s Safety Net Program available in
local classrooms.
• SOLUTION:
• In partnership with the Foundation
NBC 7 secured 3rd party sponsors to
underwrite the creation and airing of
the “Calling All Parents” media
campaign.
• Results:
• 2x Media Traffic
• 4 Corporate Sponsors Secured
• Production of all media elements

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Body Slide
Option C
Wishes In Flight
• CHALLENGE:
• Make A Wish San Diego needs an
estimated 25 million airlines miles a
year to fulfill 140 wishes.
• SOLUTION:
• All day Mile-A-Thon held at NBC 7
with corporate sponsors providing
prizes and a supporting media
campaign held every year since 2012.
• Results:
• 20 Million Airline miles raised
• 10 Corporate Sponsors Secured
• 6 live wish grants

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CAUSE MARKETING INSIGHTS
CBS Radio San Diego

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Body Slide
Option C
• 6th Annual Radiothon w/Rady
Children’s
• Opportunity developed from a
trusted Relationship
• Corporate Partnerships
Developed
• Wells Fargo was a long time
sponsor of this initiative
• Others have also stepped in
• Honda Dealers, Applebees, UPS
Store
• Stay Committed
• As the Radiothon has continued
year after year, all parties have
benefited from the station’s
consistent commitment

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CAUSE MARKETING INSIGHTS
Wells Fargo

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Body Slide
Option C
Cause Marketing @ Wells
• Locally Supported
• Social cause supported reflects
the issues valued by the local
community (National vs
Regional vs Local initiatives)
• Alignment
• Support for cause must align
with Wells Fargo Vision and
Values as well as Corporate
Social Responsibility and
Philanthropy goals.
• Uniqueness
• Campaign should provide
unique and customizable
marketing tools to connect
cause through Wells Fargo.
(media buy, collaboration with
nonprofit, promotional
opportunity)

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CAUSE MARKETING INSIGHTS
Voice of San Diego

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Body Slide
Option C
• Media Partner + NPO
• The first digital nonprofit
news organization to serve a
local community in the
country (2005)
• Uniquely both a non-profit
and a media partner which
provides opportunities for
corporate partners
• Partner Voices Home Page
• A smart solution for elevating
the needs of NPO partners
that is different from
traditional Display.

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Panel Tips

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Practical Tips from Media Partners
• Marybeth (Channel 7 NBC)
• Know the media partner’s interests
• Build in Cost Upfront
• Approach Underwriters together
• Cathy (CBS Radio)
• It’s All about Relationships
• Don’t be a Flash in the Pan
• Mary (Voice of San Diego)
• Know your Story
• Know how to tell it
• Drew (SD Union Tribune)
• Don’t make assumptions about the capabilities of a media partner

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Practical Tips from Wells Fargo
• Be conscious of Cause Alignment
• Select a cause that not only reflects the values of your organization
but can also create a link with your customers or clients.
• Ensure marketing and media strategies can be customized to
your organization’s needs.
• A cookie-cutter approach may not always be of benefit.
• Cause marketing is a commitment!
• Be engaged year-round with your community and local nonprofits. Lack
of engagement can be perceived as being insincere and create
reputational issues

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QUESTIONS?
Thank You